Sarah Johnson

Principal, Athena Brand Wisdom

With over 20 years’ experience in research and strategy, Sarah’s Culture + Cognition model has uncovered cultural and psychological insights for Blue Chip brands in almost every category and with every customer target; from confectionary to cars, from technology to toys, from packaged goods to pharmaceuticals, from financial services to food and from women and children to boomers and business decision-makers. 

Sarah has an Honours BA from McGill and a BA/MA from Cambridge in English Literature. She is a RIVA-trained moderator with additional skills in semiotics and ethnography.  Sarah has presented at a range of conferences and educational institutions.

Sessions from Sarah Johnson:

Re-positioning Mexico: How semiotic analysis helped break through cultural clichés and provide inspiring regional symbolism for three Campari brands

Few countries have as much cultural richness as Mexico, and this was both an opportunity and a challenge for Gruppo Campari. With a unique portfolio of authentic Mexican brands, Campari [...]


Thursday | 9:30 am - 10:00 am | Room 3